Revitalizing sales strategy: a journey towards sales excellence in a changing market
Festool is known as a global premium manufacturer of power tools and systems for professional craftsmen. Festool has been successful in the market for over 90 years and is characterised by a high degree of customer orientation. But due to changes in the global market, as well as customers, they needed to rethink and find a way to Sales Excellence.
The challenge
The challenge Festool was facing were the internationalisation of trade connected to their dealers, changes in dealer and customer behaviours due to digitalisation and getting their unique values across to the end customer.
“The process of constantly striving for excellence in sales is a complex and large subject area. It cannot simply be dealt with “overnight”.
Dr. Herwig Mehrwald, Head of Global Sales Festool GmbH
The solution
With the aim of improving sales and establishing a premium distribution, Festool launched the sales excellence programme in 2013. It comprised of two dimensions, channel management and sales force management, which focused on optimizing processes and enhancing sales effectiveness.
The outcome
Post-collaboration results for Festool
- In 2016, Festool collaborated with Mercuri International to offer Festool–specific training courses globally.
- The program has delivered over 250 courses across 20 countries.
- Regular training with Mercuri trainers is a crucial component of Festool’s sales excellence initiative.
Festool is a leading German brand specializing in high-quality power tools for woodworking, construction, and automotive industries. Founded in 1925, Festool is known for its precision, durability, and innovative engineering, making it a top choice for professionals worldwide. Trusted by craftsmen and professionals, Festool continues to set the standard for excellence in power tools.
Conclusion
According to DR. Herwig Mehrwald Head of Global Sales – FESTOOL GMBH: “Our executives are a key factor in our sales excellence program! Without their active participation, support and follow-up of the programme and its respective focus topics, the chances of success are rather low.”
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